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Beyond Subscriptions: Understanding Continuity for Stronger Customer Journeys

Wednesday, June 26, 2024

Beyond Subscriptions: Understanding Continuity for Stronger Customer Journeys

In today's competitive business landscape, keeping customers engaged and satisfied is paramount. Continuity, a strategic approach focused on delivering consistent and seamless experiences, plays a vital role in achieving this. But continuity is often confused with subscription models. Let's break it down.

Continuity vs Subscriptions: A Key Distinction

While subscription models rely on recurring revenue streams, continuity goes beyond that. It's about fostering ongoing customer engagement, ensuring a smooth flow of interactions throughout their journey. Imagine a subscription as the "what" (access to a service) and continuity as the "how" (delivering a consistently positive experience).

A Historical Perspective on Subscriptions

Subscription models have a long and storied history. From milk deliveries and magazine subscriptions in the 1800s to our current era of Netflix and Amazon Prime, they've become deeply ingrained in our consumer experience.

Challenges and Overcoming Subscription Fatigue

The prevalence of subscriptions has led to a phenomenon known as "subscription fatigue." Customers are overwhelmed by the sheer number of subscriptions they juggle. So, how do we sell continuity programs in this saturated market?

​The proposed solution lies in offering mid-ticket continuity programs (between $1,000 and $7,000) with built-in trial periods. This strategy helps with cash flow and ensures customers experience the value before committing long-term.

Crafting Continuity Through Experience Models

To effectively implement continuity, consider the six different experience models available. One particularly effective model is the Sprint. This high-intensity, single-focused engagement is ideal for introducing new customers. The short-burst format builds momentum and familiarity with your brand, paving the way for a long-term, positive customer journey.

​By understanding the power of continuity and its distinction from subscriptions, businesses can create customer experiences that keep them coming back for more. Implementing the right experience models and addressing subscription fatigue will be key to success in this ever-evolving landscape.

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Episode Recap:

Tired of subscription fatigue? Learn how continuity, a strategic approach to consistent customer experiences, can boost engagement and loyalty. Discover the benefits and explore different experience models to craft winning continuity programs.

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